Marketing is an art form. There’s a lot of strategy that goes into deciding the best way to display your brand to the world. When building that brand strategy, color is huge. The color is what gives your brand a feeling… an emotional element to the brands personality. That’s why it’s important to look at what colors actual mean to the human mind.
So let’s take a look at what emotions can typically be triggered by different colors on the spectrum.
|Red||Bold, Aggression, Energy, Courage, Strain|
|Orange||Excitement, Energy, Passion, Fun, Immaturity|
|Yellow||Sunshine, Happiness, Caution, Optimism, Creativity|
|Green||Nature, Fresh, Harmony, Rest, Peace, Environment|
|Blue||Loyalty, Trust, Cleanliness, Intelligence, Efficient, Logic|
|Purple||Magic, Royalty, Spiritual, Luxury, Truth|
|Pink||Love, Floral, Feminine, Warmth|
|Black||Professional, Bold, Sophistication, Security, Heaviness|
|White||Clarity, Pure, Simplistic, Sophistication, Efficient|
If you haven’t seen the TED Talk with Simon Sinek, you should. It’s fantastic. But one of his main points is that the vast majority of people make decisions using emotion more than logic. So our goals as marketers is to trigger an emotional response that will drive a purchasing behavior. When we look at your business and trying to decide how to brand it, the color becomes very important because the colors drive a huge portion of the initial emotion created when the brand is first presented to the customer.
So how do you decide on what color to go with?
Well first steps are to figure out what emotion you want attached to the brand. How do you want people to feel when they see your logo or say your name? This will tell a whole lot about which direction might make sense for your brand.
Next, let’s take a look at your logo. Make sure you are starting with a logo that is completely black and white. When going through the logo selection process, you’ll want to start off with it black and white to make sure that you are selecting a logo that clearly defines your business instead of selecting the one that’s your favorite color. Once you’ve selected a logo, then you can start adding color to it. Start with the colors that are typically attached to the emotional value you identified. Adjust the shades and tints and color application accordingly until you find something that gives you that Aha! moment.
It’s recommended for most companies to stick with 1 or 2 colors at the most. In majority of cases, adding more colors than that dilutes the brand identity. You become less memorable because there is not as much consistency in your marketing material. The brand becomes more confusing. Now, there are obviously exceptions to this. Google would be a big one. But for the most part, 1 or 2 colors is the right way to go.
Let’s look at some existing brands and see how they decided to identify through the use of colors.
Now that you’re thinking about it, you can definitely tell that there are some emotional values attached to each of these brands. It adds a ‘feeling’ aspect to the identity. That feeling that is added is what helps brands stand out from competitors. It creates an emotion that is ultimately the driving force when making a purchasing decision. At the end of the day, colors drive emotion. Emotions drive decision making. So when building your brand, take special consideration into the not only the design of the logo, but what colors are going to be used to compliment it and create your identity.
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